Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship
Shu, Shih-Tung Shu
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Purpose: Customers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness (FI) (domain-specific innovativeness) and duration of stay on fitness customers’ revisit frequency. Design/methodology/approach: This is a quantitative study. The purposive sampling survey method was used to obtain samples from the Taipei Nangang Fitness Center. Data were analyzed by moderated regression analysis. Findings: The empirical results from 192 valid questionnaires that were obtained for data analysis revealed that FI has a positive impact on revisit frequency, and this impact is further increased if an individual is inclined to exercise and to stay longer at the fitness center. Originality/value: A matrix of fitness innovator segments was developed to illustrate the research and managerial implications.
International Journal of Sports Marketing and Sponsorship;
Chang, C.H., Leigh, R., Shu, S.T. and Ma, S.C. (2019) 'Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship', International Journal of Sports Marketing and Sponsorship. DOI: 10.1108/IJSMS-10-2018-0107.
Article published in International Journal of Sports Marketing and Sponsorship on 25 July 2019, available at: https://doi.org/10.1108/IJSMS-10-2018-0107.
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
- Sport Research Groups 
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